Gift Card Trends for 2025: What Merchants Need to Know

The gift card industry is booming, with a projected global market size of $607 million by 2032. Merchants need to stay ahead of the curve to thrive in this competitive landscape. As we navigate 2025, several key trends are shaping the future of gift cards. Here's a deeper dive into what you need to know:

1. The Rise of Mobile Gifting

Did you know that over 85% of Americans own a smartphone? This has led to a surge in mobile gifting, with consumers increasingly using their phones to purchase and send gift cards. A recent study found that mobile gift card sales grew by 20% in 2024, and this trend is expected to continue. Merchants need to ensure their gift card programs are optimized for mobile devices, offering customers a seamless and user-friendly experience on their smartphones. This includes:

• Mobile-responsive websites: Ensure your website is easily navigable and functional on smaller screens.
• Dedicated mobile apps: Consider developing a dedicated app for gift card purchases and management.
• Streamlined checkout process: Optimize the checkout process for mobile users, minimizing steps and offering mobile payment options like Apple Pay and Google Pay.

2. Personalization is Key

In an age of personalization, generic gift cards are losing their appeal. 70% of consumers say they are more likely to purchase a gift card that can be personalized. Offering customizable options like personal messages, unique designs, and photo uploads can significantly increase gift card sales and customer satisfaction. Consider these ideas:

• Branded card designs: Offer a variety of designs that reflect your brand and cater to different interests and occasions.
• Variable denominations: Allow customers to choose the exact amount they want to give.
• Gift card packaging: Offer premium packaging options for physical gift cards, such as gift boxes or envelopes.

3. Digital Gift Cards are Dominating

Digital gift cards offer unparalleled convenience and instant delivery, making them a preferred choice for many consumers. In 2024, digital gift card sales surpassed physical gift card sales for the first time, and this trend is only expected to accelerate. To capitalize on this shift, merchants should:

• Prioritize online sales: Ensure your website or app offers a seamless and secure digital gift card purchasing experience.
• Offer a variety of delivery options: Provide options for email, SMS, or social media delivery.
• Promote digital gift cards: Highlight the benefits of digital gift cards, such as instant delivery and reduced waste.

4. The Growing Importance of Sustainability

With growing concerns about environmental impact, sustainability is becoming a key factor in consumer purchasing decisions. 65% of consumers say they are more likely to buy from brands that are environmentally conscious. Merchants can cater to this preference by:

• Offering digital gift cards: Promote digital gift cards as a sustainable alternative to physical cards.
• Using recycled materials: If offering physical cards, choose those made from recycled or sustainable materials.
• Partnering with environmental organizations: Consider donating a portion of gift card sales to an environmental cause.

5. Integrating Gift Cards with Loyalty Programs

Integrating gift cards with loyalty programs can create a powerful synergy, boosting both customer engagement and revenue. Research shows that loyalty program members spend up to 18% more than non-members. Here's how to leverage this connection:

• Reward gift card purchases: Offer bonus loyalty points for gift card purchases.
• Redeem points for gift cards: Allow customers to redeem their loyalty points for gift cards.
• Promote gift cards to loyalty members: Offer exclusive gift card deals and promotions to loyalty program members.

6. Omnichannel Gifting Experiences

Consumers expect a seamless and consistent experience across all channels, whether shopping online, in-store, or on their mobile devices. Merchants who offer an omnichannel experience see a 90% higher customer retention rate. Ensure your gift card program is integrated across all your sales channels, allowing customers to purchase and redeem gift cards seamlessly regardless of how they interact with your brand.

7. Leveraging Data and Analytics

Gift card data can be a goldmine of customer behavior and preferences insights. By analyzing data such as purchase history, redemption patterns, and popular denominations, merchants can:

• Identify trends: Understand customer preferences and tailor gift card offerings accordingly.
• Personalize marketing: Target specific customer segments with relevant gift card promotions.
• Optimize inventory: Ensure you have the right denominations and designs available to meet demand.

8. Enhanced Security Measures

Gift card fraud is a growing concern, and merchants need to take proactive steps to protect their customers and their business. Implement robust security measures such as:

• Encryption: Protect sensitive data like card numbers and PINs with encryption.
• Fraud detection tools: Utilize fraud detection software to identify and prevent suspicious activity.
• Customer education: Educate customers about common gift card scams and how to protect themselves.

By embracing these trends and adapting your gift card program accordingly, you can enhance customer satisfaction, drive sales, and stay ahead of the competition in 2025 and beyond.